By April 2025, the chief executive officer of De Beers Group (De Beers) was contemplating whether the company should exit the lab-grown diamond (LGD) category and refocus solely on natural diamonds, where it traditionally held a dominant position. As LGDs were significantly cheaper than natural diamonds and retained similar properties, customers of fine jewellery, including in the wedding and engagement market, were shifting from natural diamonds to LGDs. In 2024, De Beers formed alliances in an effort to draw consumers' attention back to natural diamonds, but analysts predicted that LGDs would disrupt the natural diamond market for jewellery. Should De Beers exit or stay in the LGD category? How could it make natural diamonds more relevant for customers?
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